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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><!--$--><div class="relative w-full overflow-hidden bg-gray-50 pt-[74px] partner-detail-hero"><div class="container relative z-10 pb-20 pt-6"><div class="flex gap-1 text-xs"><a 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text-center text-black lg:flex-row"><div class="flex w-full flex-col gap-8 lg:flex-row"><div class="flex h-[64px] w-[176px] gap-8 rounded-lg border border-gray-200 bg-white p-2"><img alt="Google Ads" loading="lazy" width="176" height="64" decoding="async" data-nimg="1" class="size-full object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe2e4d5497a7dbc8e91854701d5a73076de835a8e-580x200.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe2e4d5497a7dbc8e91854701d5a73076de835a8e-580x200.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fe2e4d5497a7dbc8e91854701d5a73076de835a8e-580x200.png&w=384&q=75"/></div><div class="flex flex-col items-start gap-8"><h2 class="max-w-screen-md text-start">Google Ads</h2><div class="flex flex-col gap-3 md:flex-row"><a class="inline-flex items-center justify-center 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F38950fab41163d3563f102361a132a1115e3c8f2-1200x800.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F38950fab41163d3563f102361a132a1115e3c8f2-1200x800.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F38950fab41163d3563f102361a132a1115e3c8f2-1200x800.png&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">16<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Holiday Email Deliverability: Tips and Tricks from Braze Experts</h4><span class="text-sm 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Following the company's 2014 acquisition by Facebook (now Meta), the organization explored whether to allow brands to advertise to their users, before \"},{\"_key\":\"f776dc67a765\",\"_type\":\"span\",\"marks\":[\"ed6fa53abe41\"],\"text\":\"backing down in 2020\"},{\"_key\":\"6f1daa99b5d0\",\"_type\":\"span\",\"marks\":[],\"text\":\" in the face of public criticism. But this week, Meta announced that the day had finally come: Beginning this year, WhatsApp will \"},{\"_key\":\"a1bb6a03eeb8\",\"_type\":\"span\",\"marks\":[\"414c8f7a5d19\"],\"text\":\"officially introduce paid ads\"},{\"_key\":\"f0ea87646980\",\"_type\":\"span\",\"marks\":[],\"text\":\" to the messaging platform.\"}],\"markDefs\":[{\"_key\":\"ed6fa53abe41\",\"_type\":\"link\",\"href\":\"https://www.wsj.com/articles/whatsapp-backs-off-controversial-plan-to-sell-ads-11579207682\"},{\"_key\":\"414c8f7a5d19\",\"_type\":\"link\",\"href\":\"https://blog.whatsapp.com/helping-you-find-more-channels-and-businesses-on-whatsapp\"}],\"style\":\"normal\"},{\"_key\":\"7d8fd6ed3c5b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a68621d835d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"This shift opens up new opportunities for brands looking to reach WhatsApp's \"},{\"_key\":\"be2d9dcd934b\",\"_type\":\"span\",\"marks\":[\"b1be4bc62b10\"],\"text\":\"three billion global users\"},{\"_key\":\"20d9320c786d\",\"_type\":\"span\",\"marks\":[],\"text\":\" with ads and promotions, but it also has the potential to trigger user privacy concerns, given WhatsApp's historical position as one of the most privacy-conscious messaging apps. Read on to explore what's changing with WhatsApp, what it means for marketers and consumers, and how brands should respond.\"}],\"markDefs\":[{\"_key\":\"b1be4bc62b10\",\"_type\":\"link\",\"href\":\"https://techcrunch.com/2025/05/01/whatsapp-now-has-more-than-3-billion-users/\"}],\"style\":\"normal\"},{\"_key\":\"0ae7ae2e9fc2\",\"_type\":\"richImage\",\"alt\":\"a screenshot of a phone screen showing promoted channels channel subscriptions and ads in status\",\"asset\":{\"_ref\":\"image-3cb94ad9d820009620f5376a3379304f56aaeeda-2400x1500-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"4b4b554ab373\",\"_type\":\"block\",\"children\":[{\"_key\":\"559a34f31016\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"WhatsApp and ads: What’s changing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f05b4dc7a57c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1588906a1c3f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prior to Meta’s June 16 announcement, no paid ads had been allowed on the WhatsApp messaging platform itself—however, brands are allowed to directly message opted-in users with promotional and transactional marketing via the company’s \"},{\"_key\":\"aa5cdc38521a\",\"_type\":\"span\",\"marks\":[\"a68bd92c9f1a\"],\"text\":\"WhatsApp Business Messaging functionality\"},{\"_key\":\"931c46a59b56\",\"_type\":\"span\",\"marks\":[],\"text\":\". Under the change, ads will appear exclusively within the app’s Updates tab, allowing consumers to discover new products and services while keeping their conversations with friends and family uninterrupted. In addition to these ads, WhatsApp is also introducing Promoted Channels, which are designed to help users discover channels that might be of interest to them, and Channel subscriptions, which makes it possible for users to gain access to exclusive content on their favorite channels for a fee.\"}],\"markDefs\":[{\"_key\":\"a68bd92c9f1a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-marketing\"}],\"style\":\"normal\"},{\"_key\":\"5c5ad88972a2\",\"_type\":\"block\",\"children\":[{\"_key\":\"2481c665d7c3\",\"_type\":\"span\",\"marks\":[],\"text\":\"To deliver relevant ads in the Status or Channels section, WhatsApp will utilize limited information such as users’ country or city, language, the Channels they follow, and their interactions with other WhatsApp ads. For users who have connected their WhatsApp account to their Instagram and Facebook accounts via Meta’s Accounts Center, WhatsApp will also consider their ad preferences and information from across their Meta accounts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24eebdc2d4d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"891ae4212e49\",\"_type\":\"span\",\"marks\":[],\"text\":\"In their announcement, WhatsApp reassured consumers that “these new features will appear only on the Updates tab, away from your personal chats. This means if you only use WhatsApp to chat with friends and loved ones, there is no change to your experience at all.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"35282e15a54b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7546d46cea4\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What WhatsApp’s announcement means for user privacy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d316ba8fe70\",\"_type\":\"block\",\"children\":[{\"_key\":\"967aa1d69b7f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Because of WhatsApp’s reputation for privacy, the decision to introduce ads into the messaging platform has the potential to raise concerns among users. To allay those fears, WhatsApp has made a point of reaffirming its commitment to privacy and explicitly reassuring users that their communications remain private: “Like everything we do at WhatsApp, we’ve built these features in the most private way possible. Your personal messages, calls, and statuses remain end-to-end encrypted, meaning no one (not even us) can see or hear them.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80c026397ad9\",\"_type\":\"block\",\"children\":[{\"_key\":\"efd480afc967\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s been common for tech giants like Google and Meta to use customer data to inform ads since at least the \"},{\"_key\":\"94b96e57f4df\",\"_type\":\"span\",\"marks\":[\"857166c8f111\"],\"text\":\"launch of Gmail in 2004\"},{\"_key\":\"2c0ece543763\",\"_type\":\"span\",\"marks\":[],\"text\":\". However, Meta has emphasized that they are taking a more consumer-centric approach with WhatsApp, saying, “We will never sell or share your phone number with advertisers. Your personal messages, calls, and groups will not be used to determine the ads you may see.”\"}],\"markDefs\":[{\"_key\":\"857166c8f111\",\"_type\":\"link\",\"href\":\"https://time.com/43263/gmail-10th-anniversary/\"}],\"style\":\"normal\"},{\"_key\":\"a7a4d7dd311b\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5ef64044d8c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The upshot? While introducing advertising to WhatsApp may trigger some consumer concerns around privacy, Meta is making a clear effort to separate the app’s core messaging functionality from the areas where ads are allowed. This should give consumers more opportunities to discover new products and services on the platform, follow their favorite channels, and subscribe to exclusive content—all without compromising the privacy of peer-to-peer chats with friends and family.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e6cc7f5b9c59\",\"_type\":\"block\",\"children\":[{\"_key\":\"4cbaacbfa0e1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The future of ads-based marketing on WhatsApp\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f80abe3baac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"72dca537d2c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the core consumer experience of WhatsApp shouldn’t change significantly in light of Meta’s announcement, it does open up exciting new opportunities for marketers to reach the platform’s massive global audience in new, impactful ways.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63d8df14c6da\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fd8225c52c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"For one thing, while WhatsApp has stressed that ads and the new Channels features will be separate from personal chats, the Updates tab has proven to be a highly trafficked area, \"},{\"_key\":\"42da380cc620\",\"_type\":\"span\",\"marks\":[\"2236a6da8d64\"],\"text\":\"with 1.5 billion users visiting that area of the app daily.\"},{\"_key\":\"27d63a3c5b06\",\"_type\":\"span\",\"marks\":[],\"text\":\" That means these enhancements will provide additional avenues to connect with WhatsApp’s global audience, allowing brands to engage more effectively with existing customers in new ways while also showcasing their products and services to potential new customers.\"},{\"_key\":\"a921493a26a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Unifying a paid and owned channels strategy on WhatsApp \"},{\"_key\":\"3564c5383826\",\"_type\":\"span\",\"marks\":[],\"text\":\"WhatsApp ads present marketers with a unique opportunity to integrate their paid advertising efforts with owned marketing channels such as WhatsApp, email, and in-app messaging. Brands that are already leveraging the \"},{\"_key\":\"8a3d970e9104\",\"_type\":\"span\",\"marks\":[\"353dcbd13bc3\"],\"text\":\"WhatsApp platform for marketing communications\"},{\"_key\":\"a5072f0a89c9\",\"_type\":\"span\",\"marks\":[],\"text\":\" can now craft a cohesive full-funnel experience that spans acquisition, monetization, and retention.With \"},{\"_key\":\"81bb5111e93b\",\"_type\":\"span\",\"marks\":[\"94cbc220c561\"],\"text\":\"Braze Audience Sync\"},{\"_key\":\"cbb0c2cc4795\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands can drive more impact with each campaign dollar by leveraging their first-party customer data to dynamically target and trigger paid ads. Once a user converts on the ad, marketers can leverage Audience Sync to dynamically suppress ads—minimizing wasted spend on users who have already taken action. \"},{\"_key\":\"6729102011d6\",\"_type\":\"span\",\"marks\":[\"71bc3b40458f\"],\"text\":\"Braze Audience Sync\"},{\"_key\":\"a92e14e8ff43\",\"_type\":\"span\",\"marks\":[],\"text\":\" integrates directly into Meta’s ads ecosystem, enabling brands to dynamically and securely sync first-party customer data to optimize their ad targeting strategy on Instagram, Facebook, and now WhatsApp.\"}],\"markDefs\":[{\"_key\":\"2236a6da8d64\",\"_type\":\"link\",\"href\":\"https://blog.whatsapp.com/helping-you-find-more-channels-and-businesses-on-whatsapp\"},{\"_key\":\"353dcbd13bc3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/whatsapp\"},{\"_key\":\"94cbc220c561\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/audience-sync\"},{\"_key\":\"71bc3b40458f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/audience-sync\"}],\"style\":\"normal\"},{\"_key\":\"a9c5a67675e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"83d8f2720149\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine an eCommerce brand launching a new summer athleisure collection. With Audience Sync, they can harness their first-party data to retarget their existing customers who are most likely to make a purchase while also attracting new customers using lookalike audiences. When a user interested in the product clicks the “Send message” call-to-action on the ad, they are seamlessly directed into a message thread with the brand. This gives them an opportunity to learn more about the new collection, browse different products, and, if they’re so inclined, make a purchase. Once they convert, the ad will instantly be suppressed—minimizing wasted ad spend.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e3618752a1c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"251fd089da90\",\"_type\":\"span\",\"marks\":[],\"text\":\"By integrating their paid and owned marketing strategy and connecting with customers at more touchpoints throughout the lifecycle, brands can drive more connected, cohesive customer experiences and improve their bottom line.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3882591c701e\",\"_type\":\"block\",\"children\":[{\"_key\":\"a32f5dac873e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9fba07023b68\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae18511c90fd\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in learning more about how you can leverage Braze customer data to optimize your ads targeting strategy on WhatsApp and other channels? Explore \"},{\"_key\":\"d53bd7a4ffcd\",\"_type\":\"span\",\"marks\":[\"4241aca8ed10\",\"em\"],\"text\":\"Braze Audience Sync\"},{\"_key\":\"1f3bdf58aa78\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" or \"},{\"_key\":\"4d95e25ba618\",\"_type\":\"span\",\"marks\":[\"2ce478eafecc\",\"em\"],\"text\":\"connect with our Sales team\"},{\"_key\":\"9518a934c667\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"4241aca8ed10\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/audience-sync\"},{\"_key\":\"2ce478eafecc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/get-started\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/9d64d21a3a010ccd1c97968ab9508f197812cba8-1920x1080.png\",\"publishedDate\":\"2025-06-20T17:30:40.848Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-66ae2b662a1087478f301f170d568d5b24a138d7-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"WhatsApp has announced it will officially introduce paid ads to the messaging platform. This shift opens up new opportunities for brands looking to reach WhatsApp's three billion global users with ads and promotions, so read on to explore what's changing with WhatsApp, what it means for marketers and consumers, and how brands should respond.\",\"pageTitle\":\"WhatsApp to introduce ads\",\"slug\":{\"_type\":\"slug\",\"current\":\"whatsapp-to-introduce-ads\"}},\"title\":\"Meta's big move: WhatsApp to introduce ads\"},{\"_id\":\"5b41522f-b198-4def-a674-5e7472e8d1a1\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"1cf2edf0665f\",\"_type\":\"block\",\"children\":[{\"_key\":\"31afa6e9879d\",\"_type\":\"span\",\"marks\":[\"d0a5ddb5f667\"],\"text\":\"Over the past year\"},{\"_key\":\"9912f87324ec\",\"_type\":\"span\",\"marks\":[],\"text\":\", Rich Communication Services (RCS) messaging has gained significant momentum. This channel, positioned to replace SMS over time, is opening up key new possibilities for marketers through its support of visually rich, seamless, and interactive messaging experiences.\"}],\"markDefs\":[{\"_key\":\"d0a5ddb5f667\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/wwdc-announcements-bring-apple-intelligence-rcs-and-more-to-ios-18\"}],\"style\":\"normal\"},{\"_key\":\"ad60dd7111d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6677adf9fc8a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Following the Braze platform’s launch of \"},{\"_key\":\"1ce1c8da3fce\",\"_type\":\"span\",\"marks\":[\"4c35bbb7686c\"],\"text\":\"native RCS\"},{\"_key\":\"6b5072dd7bff\",\"_type\":\"span\",\"marks\":[],\"text\":\", we sat down with Braze Alloys partner (and long-time RCS backer) Google for a conversation about RCS and how this channel is paving the way for the next era of mobile marketing. Read on to learn how Braze and Google are partnering to help brands deliver more immersive mobile experiences and seamlessly integrate RCS into their cross-channel marketing strategies.\"}],\"markDefs\":[{\"_key\":\"4c35bbb7686c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/rcs-for-business\"}],\"style\":\"normal\"},{\"_key\":\"0c9c5d8e56e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"266320f0260e\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS messaging is booming\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7a75e116ebdf\",\"_type\":\"block\",\"children\":[{\"_key\":\"68ba1455b38c\",\"_type\":\"span\",\"marks\":[],\"text\":\"The evolving digital privacy landscape is making it trickier for brands to effectively reach customers through paid ads—with \"},{\"_key\":\"4dda3a05b2d1\",\"_type\":\"span\",\"marks\":[\"5620118bb95e\"],\"text\":\"41% of digital ad spend going to waste\"},{\"_key\":\"d71954156451\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"eb60c94efde6\",\"_type\":\"span\",\"marks\":[\"7aaf9ddc4637\"],\"text\":\"54.4% of adults worldwide having installed an ad blocker on their mobile devices\"},{\"_key\":\"2e156564f296\",\"_type\":\"span\",\"marks\":[],\"text\":\". In response, brands and consumers alike are on the lookout for new, more engaging ways to connect.\"}],\"markDefs\":[{\"_key\":\"5620118bb95e\",\"_type\":\"link\",\"href\":\"https://www.thedrum.com/opinion/2024/01/12/tackling-ad-waste-how-2024-all-about-quality-over-quantity#:~:text=Creativity,the%20best%20possible%20user%20experience.\"},{\"_key\":\"7aaf9ddc4637\",\"_type\":\"link\",\"href\":\"https://explodingtopics.com/blog/ad-block-users\"}],\"style\":\"normal\"},{\"_key\":\"9e90d655ea5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"003fb7d33d2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enter RCS for Business. This channel is quickly becoming a favorite across the board, with consumers loving its two-way messaging capabilities and brands flocking to it for its wide reach. According to Google, RCS already boasts \"},{\"_key\":\"da2bf0bc6a1a\",\"_type\":\"span\",\"marks\":[\"a67609967776\"],\"text\":\"over 1 billion users\"},{\"_key\":\"65604f8b451c\",\"_type\":\"span\",\"marks\":[],\"text\":\" worldwide each month. And the best part? The channel lives right in consumers’ existing pre-installed messaging apps on Android and iOS devices, so there’s no need for any app downloads to use it.\"}],\"markDefs\":[{\"_key\":\"a67609967776\",\"_type\":\"link\",\"href\":\"https://www.juniperresearch.com/press/rcs-active-users-to-surpass-1bn-2024/\"}],\"style\":\"normal\"},{\"_key\":\"71fb08f5f22c\",\"_type\":\"block\",\"children\":[{\"_key\":\"87c752a1ad3e\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS offers big benefits beyond SMS\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"87af0a4b4afb\",\"_type\":\"richImage\",\"alt\":\"A comparison of SMS and RCS messages\",\"asset\":{\"_ref\":\"image-9ce122284be915a56684ed80166e9cfd3a0e1885-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"0a65baefa7e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"035581265ee7\",\"_type\":\"span\",\"marks\":[],\"text\":\"During our conversation, Bec Bright, UX Designer at Google, shared what sets RCS apart from SMS. One of the biggest benefits? Trust. RCS for Business provides a visual signal (the blue verification badge) that makes it clear to consumers that there are protections in place to ensure a brand’s messaging is legitimate. This is crucial in today’s environment, where consumers are increasingly wary of scams and phishing attempts. Plus, it allows brands to send messages from a thread that includes their name and logo instead of from the unidentifiable short codes we see with SMS messages. Google also highlighted the channel’s rich and interactive capabilities, which help to create a seamless and effective experience for consumers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbbe4e74a448\",\"_type\":\"block\",\"children\":[{\"_key\":\"8916680e1b04\",\"_type\":\"span\",\"marks\":[],\"text\":\"For brands wondering how to dive in, Google suggests a “crawl, walk, run” approach. Start by upgrading your SMS to RCS to take advantage of verified, branded sending and more robust analytics. Next, level up with relevant rich media (think images, GIFs, videos, documents, etc.) and suggested replies or actions. Finally, when you’re ready, ramp up your conversational maturity with two-way, in-thread experiences that keep users engaged and avoid the drop-off that can happen when they have to switch to your app or website.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"877505a5e357\",\"_type\":\"block\",\"children\":[{\"_key\":\"a28c56c04fea\",\"_type\":\"span\",\"marks\":[],\"text\":\"The blueprint for best-in-class RCS marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"191a59c19541\",\"_type\":\"richImage\",\"alt\":\"a diagram showing how to seamlessly upgrade sms to rcs\",\"asset\":{\"_ref\":\"image-d13143ac7e4542478b603428aa0923955ce0bd90-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"3b83b8e26c66\",\"_type\":\"block\",\"children\":[{\"_key\":\"f08ca2666b0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here at Braze, we see RCS for Business as a key element of where customer engagement is going. To help brands prepare for what’s next, we’ve put together an actionable blueprint for best-in-class RCS marketing. Here are the steps to take to create a successful RCS program:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d49eebbece2\",\"_type\":\"block\",\"children\":[{\"_key\":\"27dae8bfbc9e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seamlessly upgrade SMS to RCS\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4ea1333484b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"0277e057cdbf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send trusted messages\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"55d1b20146b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5864f27fc2e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create interactive 1:1 experiences\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aa877e1bea65\",\"_type\":\"block\",\"children\":[{\"_key\":\"682fc37e7c08\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pair RCS with other channels\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b87bdef19bc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7aca2ce2628\",\"_type\":\"span\",\"marks\":[],\"text\":\"Seamlessly upgrade SMS to RCS\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d18b06c97487\",\"_type\":\"block\",\"children\":[{\"_key\":\"bae574069381\",\"_type\":\"span\",\"marks\":[],\"text\":\"When launching your RCS program, it’s crucial to choose a \"},{\"_key\":\"2e6fdf42678a\",\"_type\":\"span\",\"marks\":[\"292a40541418\"],\"text\":\"customer engagement platform\"},{\"_key\":\"71ec0736f335\",\"_type\":\"span\",\"marks\":[],\"text\":\" that offers flexible setup and sending options. This is especially true if you're already sending SMS, as it allows you to control what you want to send as SMS or RCS—and, better yet, A/B test the channels against each other to maximize their impact. Since RCS is still an emerging channel, it’s not as widespread as SMS just yet, so there will likely be situations where users can’t be reached via RCS today. Look for a platform that provides SMS fallback to maximize your deliverability. This feature ensures that if a user doesn’t have RCS enabled, they still receive your message via SMS.\"}],\"markDefs\":[{\"_key\":\"292a40541418\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/rcs-for-business\"}],\"style\":\"normal\"},{\"_key\":\"f2bf6459cb66\",\"_type\":\"block\",\"children\":[{\"_key\":\"90f209e393f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send trusted messages\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e92e1d6091e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"da9159fb49cf\",\"_type\":\"span\",\"marks\":[],\"text\":\"You could craft the most stunning message in the world, but if customers don't trust the sender, it won’t matter. This is especially important for industries like financial services and healthcare, where brands have to handle sensitive customer data as part of their communication efforts. The RCS verified sender acts as a built-in trust layer, keeping your RCS thread (and the RCS channel as a whole) a trusted, high-quality space. Haley Trost, Group Product Marketing Manager at Braze, explained, “Verified sending doesn’t just protect the customer—it protects your results through improved click-through rates and higher engagement overall.”\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"163c34c9860c\",\"_type\":\"block\",\"children\":[{\"_key\":\"99354c77b903\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS for Business also transforms your message thread into a fully branded experience, complete with your name, logo, tagline, and contact info. You’ve invested so much time and money building your brand—by leveraging RCS, you can make sure that your messages don’t come from an anonymous short code or random number. This level of branding not only enhances recognition but also fosters trust among your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"077d464fc5bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd25c4c632a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Create interactive 1:1 experiences\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"991bfc5ac9f9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c3b0b45728f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the most exciting aspects of RCS for Business is its ability to allow brands to serve up interactive experiences for their customers. To make that process easier, Ian Abels, Senior Product Manager at Braze, encouraged marketers to lean into \"},{\"_key\":\"6324e3a3e4c1\",\"_type\":\"span\",\"marks\":[\"47ce0e91ae0d\"],\"text\":\"BrazeAI\"},{\"_key\":\"13a0e8fea916\",\"_type\":\"span\",\"marks\":[],\"text\":\"™ to take the guesswork out of sending 1:1 RCS messages with the perfect mix of content, products, and more. He also emphasized how brands can foster a more robust dialogue with customers using features like easy-to-tap suggested replies.\"}],\"markDefs\":[{\"_key\":\"47ce0e91ae0d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"}],\"style\":\"normal\"},{\"_key\":\"6c2c1cbc80ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"c6c031de4b01\",\"_type\":\"span\",\"marks\":[],\"text\":\"With Braze, you can bring these conversational experiences to life using Canvas, a visual programming tool that lets you easily orchestrate RCS conversations. And because Braze processes messages and suggested replies in real-time, you can respond to customers instantly and never miss a beat, supporting two-way messaging experiences that really feel like a conversation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0117285b3a8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"25bc73b1a427\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pair RCS with other channels\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3ea9dcbafefd\",\"_type\":\"block\",\"children\":[{\"_key\":\"9df087fb2fca\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS truly shines when the channel is integrated into a broader marketing mix that includes email, push notifications, and in-app messaging. Think of RCS and email as a one-two punch. Use email for broad reach and RCS for targeted follow-up. By leveraging the strengths of each channel, you can maximize your results.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69c02f387279\",\"_type\":\"richImage\",\"alt\":\"a phone screen shows a message from pyrite financial\",\"asset\":{\"_ref\":\"image-ee0253f3aa63a9b6be68ebf49fe87c2bff0565f6-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"46407588b131\",\"_type\":\"block\",\"children\":[{\"_key\":\"f2042a9e321e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Imagine that a bank needs to notify its cardholders that their credit card is about to expire. They could use email for that initial reminder. Then, for those who don’t open or act on the email, the bank can follow up with an RCS message, allowing the cardholder to confirm that their new card has shipped right from the message thread.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea6448f309e8\",\"_type\":\"richImage\",\"alt\":\"a phone screen shows the time as 9:41 on monday june 3\",\"asset\":{\"_ref\":\"image-706baa843482c27b84d2ab2e73da28e1638af726-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b01f45e4c279\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecb58e0af9ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Another powerful channel combo? In-app messages, push notifications, and RCS, since this mix combines channels both inside and outside of your app, giving marketers more ways to connect with customers. Imagine that you’re a retail or eCommerce brand promoting a sale. Start with in-app messages to engage shoppers while they’re active in your app. If they leave the app without making a purchase, use push notifications to re-engage them. Then, if they don’t open the push or it disappears before they take action, that’s where RCS comes in.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"45695f8e3659\",\"_type\":\"block\",\"children\":[{\"_key\":\"14864c319a5f\",\"_type\":\"span\",\"marks\":[],\"text\":\"With the Braze platform, integrating RCS into your cross-channel mix is easy—it’s one platform to manage your entire marketing program, allowing you to mix and match channels to meet the needs of your customers and your marketing campaigns. Easily orchestrate RCS with other channels like SMS, push, mobile app, email, web, and paid media to maximize your reach, engagement, and revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75d274586b1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"08862c89a12a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"30f0b9730b3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b8477308eb7\",\"_type\":\"span\",\"marks\":[],\"text\":\"RCS is already a powerful, effective tool for customer engagement. And in the coming months, Braze is committed to staying in lockstep with Google as we work to roll out additional cutting-edge RCS for Business capabilities to our customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2d5db246b868\",\"_ref\":\"391f37b3-2f04-40b6-9d6e-1354056c72e5\",\"_type\":\"testimonialReference\"},{\"_key\":\"bfb15c31b64e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ee6044f7fa1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Interested in learning more about how RCS for Business can support effective customer engagement? Check out the \"},{\"_key\":\"7ef5fca5d2c0\",\"_type\":\"span\",\"marks\":[\"99136eb52437\"],\"text\":\"Braze SMS \u0026 RCS Inspiration Guide\"},{\"_key\":\"1087913eaafc\",\"_type\":\"span\",\"marks\":[],\"text\":\" for 20+ actionable use cases across activation, monetization, and retention that are inspired by real Braze customers.\\n\"}],\"markDefs\":[{\"_key\":\"99136eb52437\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/resources/reports-and-guides/sms-rcs-inspiration-guide\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/7cbfaa5051d3222ea150cef537049976f76d7054-3840x2160.png\",\"publishedDate\":\"2025-06-27T13:00:00.000Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-94367fba7bd3beb5750280885da89c6037bf8317-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Following the Braze platform’s launch of native RCS, we sat down with Braze Alloys partner (and long-time RCS backer) Google for a conversation about RCS and how this channel is paving the way for the next era of mobile marketing.\",\"pageTitle\":\"RCS for Business: Transforming mobile messaging\",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-google-rcs-for-business\"}},\"title\":\"Transforming mobile messaging with RCS for Business\"},{\"_id\":\"6417bae6-c0f8-44de-9edd-da6d67db842d\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"67d10061223a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4271cad1bf060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email marketers have a tough job year-round, but the holidays dial up the difficulty level by increasing competition for that coveted spot in the inbox. Combined with pressure to reach those Q4 goals with tight marketing budgets, the idea of sending even more mail can feel daunting.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"193128e5acfc\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0345156543d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Luckily, Braze is here to help. Alison Gootee, Compliance \u0026 Deliverability Enablement Principal II at Braze and Lindsey Silverman, Senior Creative Strategist from the \"},{\"_key\":\"f0345156543d1\",\"_type\":\"span\",\"marks\":[\"06cefb5edf93\"],\"text\":\"427° Innovation Lab\"},{\"_key\":\"f0345156543d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" at Braze, dropped by our \"},{\"_key\":\"f0345156543d3\",\"_type\":\"span\",\"marks\":[\"d2fe107d2fe8\"],\"text\":\"Braze Bonfire community\"},{\"_key\":\"f0345156543d4\",\"_type\":\"span\",\"marks\":[],\"text\":\" to answer questions and share insights on how to navigate the complexities of holiday email deliverability.\"}],\"markDefs\":[{\"_key\":\"06cefb5edf93\",\"_type\":\"link\",\"href\":\"https://www.braze.com/427-innovation-lab\"},{\"_key\":\"d2fe107d2fe8\",\"_type\":\"link\",\"href\":\"https://community.braze.com/event/communityevents/sleighing-deliverability-an-ama-on-holiday-email-deliverability/3889\"}],\"style\":\"normal\"},{\"_key\":\"01ef802f2896\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c5ac7ef9b1e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep reading for Alison and Lindsey’s pointers for making the most out of \"},{\"_key\":\"0c5ac7ef9b1e1\",\"_type\":\"span\",\"marks\":[\"8a747e4c5b5e\"],\"text\":\"Black Friday, Cyber Monday, and beyond\"},{\"_key\":\"0c5ac7ef9b1e2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"8a747e4c5b5e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-create-a-winning-holiday-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"542c40482f97\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e4b787fd60c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I increase volume safely around the holidays when everyone else is also increasing volume?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e0e5e572dd4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b875141725130\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"b875141725131\",\"_type\":\"span\",\"marks\":[],\"text\":\"Any time you plan on increasing the amount of mail you send, it’s critical to keep the subscriber experience in mind. Starting during the Black Friday/Cyber Monday (BFCM) season, more email is being sent (and filtered by) mailbox providers, and everybody’s inboxes are stuffed to the brim. Some brands begin to send multiple emails a day, hoping to catch recipients at the exact right time and snag a conversion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25db34180dd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"35ad3fff49eb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the one hand, more mail could mean more opportunities to make sales. But on the other hand, it also means that there are more messages that may linger in the inbox unread, which is both bad for sender reputation and decreases the ROI of your marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0cc56a53bf8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"590b2d8d67a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ll be sending more messages to folks who are already actively engaging with your email content, remember that engagement doesn’t last forever. If people feel overwhelmed by the additional outreach efforts, they could unsubscribe or report you as spam, which means they’ll be lost forever (or until they sign up again). Rather than risk damaging your reputation with subscribers or their mailbox providers, consider leveraging a preference center that allows subscribers to pause or reduce the emails they receive from you. You can send an email that proactively notifies users that your holiday sending will be more frequent, and ask if they want to update their preferences to either stop mail for a specified period of time, or give the option of downgrading to weekly or monthly messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd9cf16a5d26\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f343729e0970\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can also highlight the preference center in the body or footer of your campaign with a call-to-action that says something like: “Too much holiday mail? We get it! Click here to manage your subscription,” and directs users to the preference center without explicitly calling out that you’ll be ramping up sends.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b80329a32b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f48a42c5e290\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ll be including lapsed or less-engaged audience members in your holiday sends, do so gradually and assess how they impact your overall results. Users with no history, or engagement older than 12 months, could be \"},{\"_key\":\"1f48a42c5e291\",\"_type\":\"span\",\"marks\":[\"05669c28f6a9\"],\"text\":\"spam traps\"},{\"_key\":\"1f48a42c5e292\",\"_type\":\"span\",\"marks\":[],\"text\":\" or otherwise dangerous data, so pay close attention to bounces, complaints, and open rates. Sender reputation can rapidly decline if recipients don’t respond positively to your overtures, and you don’t want to lose the inbox placement you worked hard all year to earn!\"}],\"markDefs\":[{\"_key\":\"05669c28f6a9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-spam-traps-and-what-they-mean-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"4751c1be2082\",\"_type\":\"block\",\"children\":[{\"_key\":\"453658cd73ce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a note, if you’re tempted to make it more difficult to unsubscribe—don’t! Unsubscribes are reputationally neutral but spam complaints are extremely damaging, and the “spam” button is in the same place for every message. Frustrated users can absolutely report mail as spam if that’s the easiest option, so highlight the ways that recipients can reduce mail safely.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22e4557a7e45\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6fe0abe457a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Finally, consider leveraging alternate channels. Email is powerful, but it has some drawbacks, too. Email is not an instant messaging medium and has a reputation component, so deliveries can be delayed, \"},{\"_key\":\"f6fe0abe457a1\",\"_type\":\"span\",\"marks\":[\"862479e247d7\"],\"text\":\"blocked\"},{\"_key\":\"f6fe0abe457a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", or delivered to the spam folder. Alternate channels like \"},{\"_key\":\"f6fe0abe457a3\",\"_type\":\"span\",\"marks\":[\"3d8bbcbe77ec\"],\"text\":\"mobile push and in-app messages\"},{\"_key\":\"f6fe0abe457a4\",\"_type\":\"span\",\"marks\":[],\"text\":\" can help you minimize risk before including lapsed users in your email audience. You can ask people to confirm their email address, update their subscription, or confirm their messaging preferences, ensuring that your email reputation remains untarnished.\"}],\"markDefs\":[{\"_key\":\"862479e247d7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-email-blocklists\"},{\"_key\":\"3d8bbcbe77ec\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/mobile-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"ddd31fae51c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eab6b3e7f780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Any tips for keeping your customers informed about what to expect from your brand around the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6e903a4d2142\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d097ac5c64b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison:\"},{\"_key\":\"9d097ac5c64b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" I am a huge proponent of honesty in \"},{\"_key\":\"9d097ac5c64b2\",\"_type\":\"span\",\"marks\":[\"a891546bb9cb\"],\"text\":\"email marketing\"},{\"_key\":\"9d097ac5c64b3\",\"_type\":\"span\",\"marks\":[],\"text\":\". Sender reputation is essentially a measure of consumer trust, so I think it’s important to be straightforward whenever possible. There is often a lot of mystique around holiday sales; brands want to drum up interest and keep shoppers returning regularly to make repeat purchases, but consumers want to finish shopping, relax, and enjoy their holiday feeling secure in the knowledge that they got the absolute best deal possible. Since each party wants what the other has, I think clear expectations ensure everyone wins.\"}],\"markDefs\":[{\"_key\":\"a891546bb9cb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/future-of-email-guide\"}],\"style\":\"normal\"},{\"_key\":\"d80ff9942c08\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1a7dc532ed70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than waiting to announce each day’s deal, why not send out a schedule ahead of time? Let customers know about incentives before Black Friday so they can plan accordingly. That way, they get exactly what’s on their list (and maybe a little extra!), and you don’t have to deal with a customer service queue full of invective-laden price adjustment requests.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61eb6cbe1130\",\"_type\":\"block\",\"children\":[{\"_key\":\"4440368557600\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you send a \"},{\"_key\":\"4440368557601\",\"_type\":\"span\",\"marks\":[\"31b543cd91ed\"],\"text\":\"BFCM\"},{\"_key\":\"4440368557602\",\"_type\":\"span\",\"marks\":[],\"text\":\" schedule via email, you can even collect additional engagement info to help you build stronger segments for the duration of the holiday sending period. If someone opens or clicks the announcement, you know they’re going to be hyped up for sales when the day finally arrives.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"31b543cd91ed\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-2023\"}],\"style\":\"normal\"},{\"_key\":\"944414d264c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"56ca30c50a3f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If they ignore it, maybe you don’t need to include them in your upcoming daily sends since their lack of interest can impact inbox placement for others.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc31475a305b\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f22028069960\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you have access to other channels, you can even drive \"},{\"_key\":\"1f22028069961\",\"_type\":\"span\",\"marks\":[\"2e3c57f227cc\"],\"text\":\"email engagement\"},{\"_key\":\"1f22028069962\",\"_type\":\"span\",\"marks\":[],\"text\":\" by directing users to check their inboxes for special subscriber-only deals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2e3c57f227cc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-ultimate-guide-to-creating-a-high-impact-email-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"0b653c08613a\",\"_type\":\"block\",\"children\":[{\"_key\":\"924ab6e50b5e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do we continue to maintain engagement when we’re sending so much around the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9b3792e75e22\",\"_type\":\"block\",\"children\":[{\"_key\":\"40b51c7e41a30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"40b51c7e41a31\",\"_type\":\"span\",\"marks\":[\"078f3900c51f\"],\"text\":\"Engagement\"},{\"_key\":\"40b51c7e41a32\",\"_type\":\"span\",\"marks\":[],\"text\":\" is really about delivering value to your users, so keep them at the forefront of your marketing plans. Of course, everyone understands intrinsically that there will be more email during the holiday season, but that’s not a justification to send low-effort messages. This is the time of year that you need to do whatever it takes to stand out, whether that’s eye-catching subject lines, entertaining content, or unbelievable discounts.\"}],\"markDefs\":[{\"_key\":\"078f3900c51f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/engagement-in-action-monetization-guide\"}],\"style\":\"normal\"},{\"_key\":\"4c63c1b7463b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b140e878bfbd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email isn’t like a billboard or commercial—you’re not paying for airtime, you’re earning it through subscriber interaction. If your messages feel like the same ol’ ads you send all year, you’ll need to get more creative or suffer the spam folder consequences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1296e1123fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f349ad3044f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some ideas for creative campaigns around the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"175381fbede2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cbc3ef75a140\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey:\"},{\"_key\":\"0cbc3ef75a141\",\"_type\":\"span\",\"marks\":[],\"text\":\" Our team did a “Holidays in July” festive \"},{\"_key\":\"0cbc3ef75a142\",\"_type\":\"span\",\"marks\":[\"d0a229c260b8\"],\"text\":\"Brazestorm\"},{\"_key\":\"0cbc3ef75a143\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help our customers truly stand out this season. Keep in mind these ideas are even better with a cross-channel strategy.\"}],\"markDefs\":[{\"_key\":\"d0a229c260b8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/explore-whats-possible-with-the-braze-427-innovation-lab\"}],\"style\":\"normal\"},{\"_key\":\"82c6ec8cb1f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"27c491fd9fe50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some of my favorite ideas were:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f09e3b770c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7df4767247c80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Digital advent calendar: \"},{\"_key\":\"7df4767247c81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capitalize on the gift-giving spirit during the holiday season. Create a digital advent calendar with messaging for 24 days in December. Each day reveals a new prize, discount, or gifting idea.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9b788f96b30\",\"_type\":\"block\",\"children\":[{\"_key\":\"83052f3577f40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Treasure hunt discounts: \"},{\"_key\":\"83052f3577f41\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send users on a search for special deals and discounts hidden throughout the website or app. Release clues through \"},{\"_key\":\"83052f3577f42\",\"_type\":\"span\",\"marks\":[\"08bbccfe554e\"],\"text\":\"multiple channels\"},{\"_key\":\"83052f3577f43\",\"_type\":\"span\",\"marks\":[],\"text\":\"; the more channels a customer opts in for, the more clues they get. Hurry, these deals are limited-quantity and limited-time!\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"08bbccfe554e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-cross-channel-marketing-difference-report\"}],\"style\":\"normal\"},{\"_key\":\"793d8acdd69f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2193981bd280\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personal shopper: \"},{\"_key\":\"c2193981bd281\",\"_type\":\"span\",\"marks\":[],\"text\":\"This holiday season let’s use customer engagement messaging to help find the perfect gift for anyone on your list. We’ll ask a set of questions like the age of the person you’re shopping for, their preferences, and your price range, and from there, we’ll recommend the perfect gift that’s ready to add-to-cart.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e9ee813bc22\",\"_type\":\"richImage\",\"alt\":\"a digital advent calendar and a treasure hunt discounts advertisement\",\"asset\":{\"_ref\":\"image-a86a78ffba09154e1bbfa6caea9604879543f7fa-2400x1200-png\",\"_type\":\"reference\"}},{\"_key\":\"a9a20f05963b\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa58f8629c970\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking for more inspiration? Check out our \"},{\"_key\":\"aa58f8629c971\",\"_type\":\"span\",\"marks\":[\"fbe353b58ced\"],\"text\":\"Melting Points AI: New Flavors of Creativity\"},{\"_key\":\"aa58f8629c972\",\"_type\":\"span\",\"marks\":[],\"text\":\" guide.\"}],\"markDefs\":[{\"_key\":\"fbe353b58ced\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/melting-points-ai\"}],\"style\":\"normal\"},{\"_key\":\"bf91383fbf34\",\"_type\":\"block\",\"children\":[{\"_key\":\"9317da0c1a780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Any tips for retaining the customers you just gained during the holiday season into the new year?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d2b288acf08c\",\"_type\":\"block\",\"children\":[{\"_key\":\"677651e329d50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey:\"},{\"_key\":\"677651e329d51\",\"_type\":\"span\",\"marks\":[],\"text\":\" Don’t succumb to the holiday hangover—build a \"},{\"_key\":\"677651e329d52\",\"_type\":\"span\",\"marks\":[\"41569dd8ca45\"],\"text\":\"post-holiday plan\"},{\"_key\":\"677651e329d53\",\"_type\":\"span\",\"marks\":[],\"text\":\" that will extend the holiday cheer into the new year and beyond.\"}],\"markDefs\":[{\"_key\":\"41569dd8ca45\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/post-holiday-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"f0fa3874f1e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"076c4097d12a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A few great campaign ideas to keep the momentum going:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f841522a5330\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d82df9274710\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-product surveys:\"},{\"_key\":\"3d82df9274711\",\"_type\":\"span\",\"marks\":[],\"text\":\" Once the holiday season is over, some brands struggle to make meaningful improvements to the customer experience because they don’t have the data they need. The solution? Capture \"},{\"_key\":\"3d82df9274712\",\"_type\":\"span\",\"marks\":[\"ca444e2e0a6f\"],\"text\":\"zero-party\"},{\"_key\":\"3d82df9274713\",\"_type\":\"span\",\"marks\":[],\"text\":\" user insights with feedback surveys throughout the customer engagement lifecycle, especially during peak engagement months. These insights about what users are looking for can then feed into subsequent campaigns to deliver a tailored experience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ca444e2e0a6f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"}],\"style\":\"normal\"},{\"_key\":\"9b354c27e2cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"07c0b9c2bb3b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Prevent early-lapsing users:\"},{\"_key\":\"07c0b9c2bb3b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Reach out to your lapsing users via social or owned channels with tailored content that supports more frequent, deeper engagement.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbba7c89af66\",\"_type\":\"block\",\"children\":[{\"_key\":\"a577ed4d9ca20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Kickstart your fresh start: \"},{\"_key\":\"a577ed4d9ca21\",\"_type\":\"span\",\"marks\":[],\"text\":\"Kickstart the New Year with a 7-day or 30-day challenge. There’s a cool opportunity to partner with a brand in another sector here, too. What if a marketplace teamed up with a wellness app? The two could guide users with tips on how to declutter a part of their home and list those items on the marketplace, coupled with a soothing meditation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f246f6f22a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad5a22653a600\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to learn more? Watch “\"},{\"_key\":\"ad5a22653a601\",\"_type\":\"span\",\"marks\":[\"9e470c24b8c0\"],\"text\":\"Retain Your Holiday Customers Into the New Year and Beyond\"},{\"_key\":\"ad5a22653a602\",\"_type\":\"span\",\"marks\":[],\"text\":\"” or take the Braze Learning course ”\"},{\"_key\":\"ad5a22653a603\",\"_type\":\"span\",\"marks\":[\"0ff06401ce22\"],\"text\":\"Holiday Season Readiness with Email Deliverability\"},{\"_key\":\"ad5a22653a604\",\"_type\":\"span\",\"marks\":[],\"text\":\".”\"}],\"markDefs\":[{\"_key\":\"9e470c24b8c0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/retain-your-holiday-customers-into-the-new-year-and-beyond\"},{\"_key\":\"0ff06401ce22\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/holiday-readiness-deliverability-webinar\"}],\"style\":\"normal\"},{\"_key\":\"8098a4a79dce\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffb3c6c6a1ab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I reduce unsubscribes while I’m sending more during the holiday season?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5b60f1e3953d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff85793105340\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison:\"},{\"_key\":\"ff85793105341\",\"_type\":\"span\",\"marks\":[],\"text\":\" If a recipient wants to stop receiving your emails, they have a few options. They can unsubscribe, they can click “spam”, or they can just do nothing. Unsubscribing is actually the least damaging option. By unsubscribing, they’re indicating that they believe you will honor their preferences. \"},{\"_key\":\"ff85793105342\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mailbox providers don’t track unsubscribes, so there is no associated reputation damage when someone unsubscribes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af56ab5cd395\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf81dbb3af4e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By contrast, \"},{\"_key\":\"bf81dbb3af4e1\",\"_type\":\"span\",\"marks\":[\"47cc6afd7c64\"],\"text\":\"spam complaints\"},{\"_key\":\"bf81dbb3af4e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" are the strongest negative signal that users can send, indicating that mail is unwanted or even malicious. If the recipient just does nothing and ignores your mail altogether, the mailbox provider will ultimately determine that the mail is unwanted, and though it may not be outright spam, it’s also not valuable enough to merit inbox placement and can safely be filtered to the spam folder. If enough users respond in that way, it will negatively impact your sender reputation and more mail will gradually be filtered as spam for larger portions of the audience.\"}],\"markDefs\":[{\"_key\":\"47cc6afd7c64\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-spam-complaints\"}],\"style\":\"normal\"},{\"_key\":\"42c6eff3e395\",\"_type\":\"block\",\"children\":[{\"_key\":\"45bbb6afa80c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To prevent users from unsubscribing or marking your emails as spam, focus on ensuring they want to keep receiving your messages.This is important year round, so don’t overlook your subscription process:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f6cdbc79641\",\"_type\":\"block\",\"children\":[{\"_key\":\"cac1921c25170\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s easy to collect addresses that are invalid, outdated, misspelled, or just low-quality, especially if subscription is incentivized (like with a coupon code) or required (like during registration).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f72d75cca34c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c7800d9bffc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ask people directly if they want to receive your emails, and make it easy for them to decline.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8b6afb71d87\",\"_type\":\"block\",\"children\":[{\"_key\":\"c900018cd3640\",\"_type\":\"span\",\"marks\":[],\"text\":\"Always perform \"},{\"_key\":\"c900018cd3641\",\"_type\":\"span\",\"marks\":[\"55a78018f482\"],\"text\":\"double opt-in\"},{\"_key\":\"c900018cd3642\",\"_type\":\"span\",\"marks\":[],\"text\":\" to ensure that addresses are valid and belong to the correct person. Implement a strong sunset policy to remove unengaged addresses from your mailable audience.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"55a78018f482\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-the-email-double-opt-in\"}],\"style\":\"normal\"},{\"_key\":\"b61bd3490969\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9975ef771d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Around the holidays especially, content is crucial: You need to send mail that people actually enjoy receiving, whether it makes them smile or keeps them informed. This is also another great opportunity to highlight your preference center and give subscribers the option of reducing the amount or type of messaging they receive, or to even pause their subscription until after the holidays. Losing a subscriber isn’t ideal, but if someone is looking for a way to make the mail stop, unsubscribing is a much more appealing method than a spam complaint, and that “spam” button is very easy to find.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"399b6d46e67a\",\"_type\":\"block\",\"children\":[{\"_key\":\"82d2a9fd30d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"How should I incorporate \"},{\"_key\":\"82d2a9fd30d71\",\"_type\":\"span\",\"marks\":[\"2b3baf326bae\"],\"text\":\"BrazeAI™\"},{\"_key\":\"82d2a9fd30d72\",\"_type\":\"span\",\"marks\":[],\"text\":\" into my holiday strategy?\"}],\"markDefs\":[{\"_key\":\"2b3baf326bae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"}],\"style\":\"h2\"},{\"_key\":\"1ab420bc5b46\",\"_type\":\"block\",\"children\":[{\"_key\":\"df92746c7b950\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey: \"},{\"_key\":\"df92746c7b951\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the holiday season approaches, incorporating BrazeAI™ into your strategy can significantly enhance your marketing efforts and drive better results. By \"},{\"_key\":\"df92746c7b952\",\"_type\":\"span\",\"marks\":[\"adee5878f8c4\"],\"text\":\"leveraging AI\"},{\"_key\":\"df92746c7b953\",\"_type\":\"span\",\"marks\":[],\"text\":\" throughout the holiday planning process, you can gain valuable insights from past campaigns, reduce the burden of menial tasks, and automate customer journeys for maximum engagement.\"}],\"markDefs\":[{\"_key\":\"adee5878f8c4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ultimate-guide-to-ai-marketing\"}],\"style\":\"normal\"},{\"_key\":\"6895a9457b31\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9ec86f5e2a90\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can use AI at every phase of the holiday planning process, such as:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a5ed545d21d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b12782fd1410\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI data analysis:\"},{\"_key\":\"7b12782fd1411\",\"_type\":\"span\",\"marks\":[],\"text\":\" Learn from past holidays and spot trends early with \"},{\"_key\":\"7b12782fd1412\",\"_type\":\"span\",\"marks\":[\"600d9500604a\"],\"text\":\"Conversion Correlation\"},{\"_key\":\"7b12782fd1413\",\"_type\":\"span\",\"marks\":[],\"text\":\" which can identify what type of campaigns and behaviors lead to purchases\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"600d9500604a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/conversion_correlation#conversion-correlation\"}],\"style\":\"normal\"},{\"_key\":\"825c9d7f70ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd822be7d3de0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI to QA content: \"},{\"_key\":\"dd822be7d3de1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avoid revenue-costing mistakes and lighten your workload leading into holiday with \"},{\"_key\":\"dd822be7d3de2\",\"_type\":\"span\",\"marks\":[\"b366f5dbe7b6\"],\"text\":\"Content QA\"},{\"_key\":\"dd822be7d3de3\",\"_type\":\"span\",\"marks\":[],\"text\":\" with AI. Let AI proofread your copy for errors, analyze the tone of your message and give suggestions on how to fix them.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b366f5dbe7b6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/generative_ai/ai_content_qa?redirected=true\"}],\"style\":\"normal\"},{\"_key\":\"7af68e0f6d52\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e9575e5b7b10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automate the journey with AI\"},{\"_key\":\"1e9575e5b7b11\",\"_type\":\"span\",\"marks\":[],\"text\":\": Automatically send customers down the best journey with \"},{\"_key\":\"1e9575e5b7b12\",\"_type\":\"span\",\"marks\":[\"dc4e1b333113\"],\"text\":\"Personalized Path\"},{\"_key\":\"1e9575e5b7b13\",\"_type\":\"span\",\"marks\":[],\"text\":\". Create several paths for customer engagement with different triggers, messaging frequency, and messages. AI will handle the optimization.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"dc4e1b333113\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths#personalized-paths-in-experiment-paths\"}],\"style\":\"normal\"},{\"_key\":\"5b754cc9c34e\",\"_type\":\"block\",\"children\":[{\"_key\":\"54aa7c0046070\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want more info? Check out \"},{\"_key\":\"54aa7c0046071\",\"_type\":\"span\",\"marks\":[\"397636015369\"],\"text\":\"Why AI is a Necessity for Retail Marketers.\"}],\"markDefs\":[{\"_key\":\"397636015369\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-ai-is-a-necessity-for-retail-marketers\"}],\"style\":\"normal\"},{\"_key\":\"e40b8bf72fe7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cbeb46be8df0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you stand out during the holiday season in a crowded inbox?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8f338abc6ad3\",\"_type\":\"block\",\"children\":[{\"_key\":\"470667633a030\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey: \"},{\"_key\":\"470667633a031\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketers have a tough job—standing out in their customers’ crowded inboxes. Here are some of our recommendations:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98a0d03b2d38\",\"_type\":\"block\",\"children\":[{\"_key\":\"efa19a834b1f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Interactivity:\"},{\"_key\":\"efa19a834b1f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" During our \"},{\"_key\":\"efa19a834b1f2\",\"_type\":\"span\",\"marks\":[\"d2d680ea37fa\"],\"text\":\"Inbox Big Bets\"},{\"_key\":\"efa19a834b1f3\",\"_type\":\"span\",\"marks\":[],\"text\":\" session at Forge 2024, we discussed the rise of interactivity in email. AMP for Email and partners like \"},{\"_key\":\"efa19a834b1f4\",\"_type\":\"span\",\"marks\":[\"3466fd5bb448\"],\"text\":\"Movable Ink\"},{\"_key\":\"efa19a834b1f5\",\"_type\":\"span\",\"marks\":[],\"text\":\" have revolutionized the way we interact with email by transforming static messages into dynamic experiences that resemble mini web pages within the inbox. Capabilities and features like product carousels, wishlists, and booking calendars can enhance engagement and bring joy to the email experience. Check out some of our favorite examples that bring this to life, such as the \"},{\"_key\":\"efa19a834b1f6\",\"_type\":\"span\",\"marks\":[\"56e01c7ccf73\"],\"text\":\"NBA\"},{\"_key\":\"efa19a834b1f7\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"efa19a834b1f8\",\"_type\":\"span\",\"marks\":[\"15b440e25ac8\"],\"text\":\"Instacart\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d2d680ea37fa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/inbox-big-bets\"},{\"_key\":\"3466fd5bb448\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/movable-ink\"},{\"_key\":\"56e01c7ccf73\",\"_type\":\"link\",\"href\":\"https://movableink.com/case-studies/the-magic-behind-nbas-marketing\"},{\"_key\":\"15b440e25ac8\",\"_type\":\"link\",\"href\":\"https://movableink.com/think-summit/breaking-the-mold-instacart-achieves-first-year-success-with-custom-use-cases\"}],\"style\":\"normal\"},{\"_key\":\"62dd4f73e737\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2d8d3455a8c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Do more with data: \"},{\"_key\":\"b2d8d3455a8c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Treat subscribers like people, not static lists. Take a look into your data and target niche segments that are often overlooked. Consider eco-conscious customers who have visited your sustainability pages or users brought in through a refer-a-friend campaign. When you’re looking to provide customized experiences—and see stronger results—segmentation is one of the most effective ways to make that happen. Learn more from \"},{\"_key\":\"b2d8d3455a8c2\",\"_type\":\"span\",\"marks\":[\"dd6922955439\"],\"text\":\"Too Good to Go\"},{\"_key\":\"b2d8d3455a8c3\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"dd6922955439\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/too-good-to-go-case-study\"}],\"style\":\"normal\"},{\"_key\":\"24c07cf886aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed1010c275040\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Subject lines: \"},{\"_key\":\"ed1010c275041\",\"_type\":\"span\",\"marks\":[],\"text\":\"A compelling subject line can make all the difference. \"},{\"_key\":\"ed1010c275042\",\"_type\":\"span\",\"marks\":[\"179d33d3093e\"],\"text\":\"Check out 9 Best Practices for Email Subject Lines\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"179d33d3093e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-best-practices-for-email-subject-lines\"}],\"style\":\"normal\"},{\"_key\":\"10feb750ef7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6569714d08b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take a cross-channel approach: \"},{\"_key\":\"a6569714d08b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Although we're talking a lot about email today, I'd also encourage you to think about a cross-channel strategy. There is the \"},{\"_key\":\"a6569714d08b2\",\"_type\":\"span\",\"marks\":[\"c4fb17e64f90\"],\"text\":\"Intelligent Channel\"},{\"_key\":\"a6569714d08b3\",\"_type\":\"span\",\"marks\":[],\"text\":\" filter to send the message via the “best” channel for that user\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c4fb17e64f90\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/intelligence/intelligent_channel\"}],\"style\":\"normal\"},{\"_key\":\"f4e05a76aa7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"991f90404fea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you haven’t prepped holiday campaigns yet, what are top three tips for getting something together now?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ea36998e21ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"a456da3741d50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey: \"},{\"_key\":\"a456da3741d51\",\"_type\":\"span\",\"marks\":[],\"text\":\"Take the time to define your key goals and objectives for this year's holiday marketing. What does success look like for your campaigns? What are your most important KPIs? Are you looking to drive awareness-related metrics or sales-related metrics, such as conversions?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ac069c319a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"c61cf89a79d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep in mind the types of holiday customers. How can you personalize your experience for window shoppers, gift givers, VIP spenders, deal hunters, cart abandoners, and more? One way to do this is through personalization tools like \"},{\"_key\":\"c61cf89a79d61\",\"_type\":\"span\",\"marks\":[\"7079b984da45\"],\"text\":\"segmentation\"},{\"_key\":\"c61cf89a79d62\",\"_type\":\"span\",\"marks\":[],\"text\":\", triggered campaigns, \"},{\"_key\":\"c61cf89a79d63\",\"_type\":\"span\",\"marks\":[\"61533d5217bf\"],\"text\":\"Liquid\"},{\"_key\":\"c61cf89a79d64\",\"_type\":\"span\",\"marks\":[],\"text\":\" personalization, and dynamic content tools like \"},{\"_key\":\"c61cf89a79d65\",\"_type\":\"span\",\"marks\":[\"16f18712f03c\"],\"text\":\"Connected Content\"},{\"_key\":\"c61cf89a79d66\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"7079b984da45\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\"},{\"_key\":\"61533d5217bf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/liquid-personalization-types-101\"},{\"_key\":\"16f18712f03c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"}],\"style\":\"normal\"},{\"_key\":\"b9cd5947493b\",\"_type\":\"block\",\"children\":[{\"_key\":\"76b4fdfd9d540\",\"_type\":\"span\",\"marks\":[],\"text\":\"During the height of the shopping holidays, customers are abandoning the checkout flow and failing to complete transactions before they depart. Don't forget to send automated reminders to users who have not finished their transactions (and are opted-in to each channel) to bring them back into the checkout flow. Leverage A/B testing to determine the ideal timing windows for these messages and use personalized messages and special offers to nudge recipients to return and complete their purchases.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"726495a483bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9de68f212140\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"e9de68f212141\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure your data is in tip-top shape! I don’t typically recommend list cleaning services because your list is already “clean” as long as you regularly send to it, but if you have questions about any of your data, you can leverage a service like \"},{\"_key\":\"e9de68f212142\",\"_type\":\"span\",\"marks\":[\"dec6e2f709a6\"],\"text\":\"Kickbox\"},{\"_key\":\"e9de68f212143\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help you identify potentially problematic addresses. Be aware that a validation service cannot locate all spam traps and does not verify consent, so this isn’t a panacea. But when used as part of a root cause analysis, you can better determine which segments of your list are no longer viable and shore up any gaps in your current address acquisition/management processes.\"}],\"markDefs\":[{\"_key\":\"dec6e2f709a6\",\"_type\":\"link\",\"href\":\"http://kickbox.com\"}],\"style\":\"normal\"},{\"_key\":\"6d8f5e360039\",\"_type\":\"block\",\"children\":[{\"_key\":\"107d97372de20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Put your subscriber at the center of your plans. Who are you sending to? How can you help them? Are you sending to meet one of your own goals, or to help your customers reach theirs? While the holiday season can be full of positivity and warmth, it can also be stressful–consider what your products mean in the wider context of peoples’ lives before finalizing your plans. Some brands may benefit from sending twice daily \"},{\"_key\":\"107d97372de21\",\"_type\":\"span\",\"marks\":[\"dadce54d22e7\"],\"text\":\"emails\"},{\"_key\":\"107d97372de22\",\"_type\":\"span\",\"marks\":[],\"text\":\" and some may see more lift from simply being quiet. If you don’t know what subscribers want, ask them. Not only will this allow you to better serve your audience, but encouraging feedback like clicks and replies can help ensure continued inbox placement, providing a much-needed boost when sending to less-engaged addresses.\"}],\"markDefs\":[{\"_key\":\"dadce54d22e7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/email\"}],\"style\":\"normal\"},{\"_key\":\"dafc84087188\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f8b64f7050d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Replicate prior success. Recipients and mailbox providers both reward predictability, so what has worked well for you recently? What about last holiday season? If you can reuse content or copy previous plans, do that. This time of year is all about tradition and repetition; there’s nothing wrong with sending in ways that will be familiar to your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2aba3ffbb98\",\"_type\":\"block\",\"children\":[{\"_key\":\"5218854447450\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some metrics to keep an eye on so that I can optimize future holiday campaigns?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3e279e54af1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e502943d8f70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"8e502943d8f71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Monitor your delivery, bounce, complaint, open, and click rates. Review the \"},{\"_key\":\"8e502943d8f72\",\"_type\":\"span\",\"marks\":[\"6c060084b2b4\"],\"text\":\"Braze Deliverability Center\"},{\"_key\":\"8e502943d8f73\",\"_type\":\"span\",\"marks\":[],\"text\":\" for Google Postmaster Tools and Microsoft SNDS data. Of course, revenue and conversions are top-of-mind, but if those sales came with a side of reputation damage, you may not realize the potential revenue loss until it’s too late.\"}],\"markDefs\":[{\"_key\":\"6c060084b2b4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/analytics/deliverability_center\"}],\"style\":\"normal\"},{\"_key\":\"fcabedcfd23a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1aa584fa06e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What do I do if my holiday sends aren’t going well?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"71d4841b8091\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4ce14df6c000\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"a4ce14df6c001\",\"_type\":\"span\",\"marks\":[],\"text\":\"First, be sure you know how to recognize a marketing problem from a deliverability one, and respond accordingly. If mail is bouncing, then that’s probably a deliverability problem. If it’s delivering but folks aren’t converting, then that points more towards a marketing issue. If you have \"},{\"_key\":\"a4ce14df6c002\",\"_type\":\"span\",\"marks\":[\"e962178f065f\"],\"text\":\"Braze Deliverability Services\"},{\"_key\":\"a4ce14df6c003\",\"_type\":\"span\",\"marks\":[],\"text\":\", you can reach out to your consultant to ask for help. If you don’t have services, the Support team may be able to troubleshoot.\"}],\"markDefs\":[{\"_key\":\"e962178f065f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-deliverability\"}],\"style\":\"normal\"},{\"_key\":\"fb67497d69d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"56f4becc03240\",\"_type\":\"span\",\"marks\":[],\"text\":\"If mail is being rejected, reported or filtered as spam, or just isn’t getting the response you wanted, don’t cry. Have some cookies and milk, and pull out your backup plan. It might be reducing your initial goals, switching gears and moving to another channel, or allowing more time to reach your targets. But before BFCM, you should have some idea of what you’ll do if things aren’t panning out the way you hoped. In most cases, you’ll need to pause sending while you recalibrate your content or segment conditions, and then resume sending at a lower volume while waiting for folks to engage, mitigating the damage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9e278102dba\",\"_type\":\"block\",\"children\":[{\"_key\":\"16e57e7e8a800\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’re blocked at a particular mailbox provider, you can attempt to reach those users via another channel in the meantime. Even if you don’t use push, in-app, or \"},{\"_key\":\"16e57e7e8a801\",\"_type\":\"span\",\"marks\":[\"ef339a377466\"],\"text\":\"SMS\"},{\"_key\":\"16e57e7e8a802\",\"_type\":\"span\",\"marks\":[],\"text\":\", you may have a social media or community following happy to hear from you. If so, you can ask them to check their spam folders and move your mail to the inbox, or to reply to your messages to help demonstrate additional positive user feedback.\"}],\"markDefs\":[{\"_key\":\"ef339a377466\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/sms\"}],\"style\":\"normal\"},{\"_key\":\"93491a323726\",\"_type\":\"block\",\"children\":[{\"_key\":\"268f38f5f1470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most importantly, learn from the experience. 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